Wise is a British company that provides international remittance and transfer services. Previously known as ‘TransferWise’, it was recently rebranded as ‘Wise’ in collaboration with design studio Ragged Edge.
It is global, beautiful, and bold branding. I think this is a model answer to the question of what branding is for services regardless of nationality. It was designed in a way that anyone around the world can understand with just visual images while providing a fresh expression that breaks the existing boredom.
What stands out most is its stunning green color. We moved away from the boring blue color that represents fintech and expressed trust with a diverse palette centered on green. Rooted in the idea of 'The World's Money', we have improved the readability of the Fast Flag symbol.
The texture of money from around the world was referenced and used in the graphic tapestry. Unique stories from various cultures mix naturally. This is a unique piece of artwork that is rarely seen anywhere else.
We also developed a custom typeface, Wise Sans. It supports over 146 languages and all design decisions meet WCAG 3.0 requirements. Meanwhile, Wise's graphics and illustration library has been built from scratch and thoroughly tested to ensure it can be understood around the world.
